| Precio | Diferencia con el precio medio | |
|---|---|---|
| BOLD SKIN | 22.50 | -14.93 |
| CARPE | 56.00 | 18.57 |
| CREMESOLE | 15.99 | -21.44 |
| CÉU PROTECT | 33.95 | -3.48 |
| ECLIPSE | 54.99 | 17.56 |
| ESSENCE D’OR | 39.99 | 2.56 |
| GOLDEN HOUR | 18.50 | -18.93 |
| SOLAIR D´OR | 74.95 | 37.52 |
| SOLAR GLOW | 55.00 | 17.57 |
| SOLEÁ CREAMS | 19.95 | -17.48 |
| VIOLISOL | 19.95 | -17.48 |
| * Precios en euros (€) |
| Hipermercados | Supermercados | Tiendas especializadas | |
|---|---|---|---|
| BOLD SKIN | 1,000,000 | 2,000,000 | 2,000,000 |
| CARPE | 200,000 | 0 | 300,000 |
| CREMESOLE | 200,000 | 900,000 | 400,000 |
| CÉU PROTECT | 0 | 0 | 4,500,000 |
| ECLIPSE | 2,400,000 | 0 | 3,600,000 |
| ESSENCE D’OR | 900,000 | 600,000 | 2,500,000 |
| GOLDEN HOUR | 1,942,500 | 1,890,000 | 1,417,500 |
| SOLAIR D´OR | 2,500,000 | 750,000 | 2,500,000 |
| SOLAR GLOW | 0 | 0 | 5,000,000 |
| SOLEÁ CREAMS | 3,000,000 | 2,500,000 | 4,500,000 |
| VIOLISOL | 1,000,000 | 2,000,000 | 2,000,000 |
| * Inversiones en euros (€) |
| Factor de protección | Resistencia al agua | Ingredientes naturales | Vitaminas | Tipo de envase | |
|---|---|---|---|---|---|
| BOLD SKIN | 10 | 6 | 5 | 0 | Tubo |
| CARPE | 7 | 2 | 5 | 5 | Tarro |
| CREMESOLE | 8 | 7 | 0 | 0 | Aerosol |
| CÉU PROTECT | 7 | 7 | 8 | 2 | Tubo |
| ECLIPSE | 7 | 0 | 5 | 5 | Tarro |
| ESSENCE D’OR | 8 | 1 | 1 | 7 | Tubo |
| GOLDEN HOUR | 9 | 8 | 5 | 0 | Tubo |
| SOLAIR D´OR | 9 | 4 | 4 | 7 | Tarro |
| SOLAR GLOW | 8 | 0 | 3 | 8 | Tarro |
| SOLEÁ CREAMS | 10 | 1 | 0 | 6 | Tarro |
| VIOLISOL | 5 | 8 | 3 | 2 | Aerosol |
| * Composición de productos (escala 0-10) |
| Televisión | Radio | Prensa | Internet | |
|---|---|---|---|---|
| BOLD SKIN | 300,000 | 0 | 100,000 | 700,000 |
| CARPE | 500,000 | 0 | 500,000 | 1,000,000 |
| CREMESOLE | 1,000,000 | 0 | 100,000 | 2,000,000 |
| CÉU PROTECT | 3,500,000 | 0 | 2,500,000 | 4,000,000 |
| ECLIPSE | 3,600,000 | 450,000 | 1,350,000 | 3,600,000 |
| ESSENCE D’OR | 2,300,000 | 200,000 | 1,100,000 | 1,400,000 |
| GOLDEN HOUR | 1,890,000 | 1,260,000 | 1,260,000 | 1,890,000 |
| SOLAIR D´OR | 2,500,000 | 0 | 1,000,000 | 3,000,000 |
| SOLAR GLOW | 5,000,000 | 0 | 2,000,000 | 3,000,000 |
| SOLEÁ CREAMS | 4,000,000 | 0 | 3,400,000 | 2,400,000 |
| VIOLISOL | 2,500,000 | 700,000 | 300,000 | 3,500,000 |
| * Inversión en Euros |
| Social | Humor | Miedo | Romance | Aventura | Éxito | |
|---|---|---|---|---|---|---|
| BOLD SKIN | 7 | 0 | 0 | 0 | 0 | 3 |
| CARPE | 7 | 0 | 0 | 4 | 0 | 8 |
| CREMESOLE | 6 | 0 | 0 | 0 | 9 | 8 |
| CÉU PROTECT | 8 | 2 | 3 | 0 | 0 | 5 |
| ECLIPSE | 8 | 0 | 2 | 0 | 0 | 10 |
| ESSENCE D’OR | 0 | 0 | 5 | 6 | 0 | 9 |
| GOLDEN HOUR | 6 | 3 | 1 | 0 | 10 | 9 |
| SOLAIR D´OR | 0 | 0 | 0 | 8 | 0 | 10 |
| SOLAR GLOW | 8 | 0 | 6 | 0 | 0 | 10 |
| SOLEÁ CREAMS | 3 | 0 | 0 | 0 | 0 | 7 |
| VIOLISOL | 10 | 6 | 0 | 3 | 5 | 8 |
| * Diseño del mensaje (escala 0-10) |
| Ventas en volumen | Ventas en valor | |
|---|---|---|
| BOLD SKIN | 275,127 | 6,190,358 |
| CARPE | 21,597 | 1,209,432 |
| CREMESOLE | 112,680 | 1,801,753 |
| CÉU PROTECT | 175,000 | 5,941,250 |
| ECLIPSE | 149,301 | 8,210,062 |
| ESSENCE D’OR | 67,608 | 2,703,644 |
| GOLDEN HOUR | 600,000 | 11,100,000 |
| SOLAIR D´OR | 63,852 | 4,785,707 |
| SOLAR GLOW | 176,532 | 9,709,260 |
| SOLEÁ CREAMS | 200,000 | 3,990,000 |
| VIOLISOL | 579,523 | 11,561,484 |
| Marca | Cuota de mercado (en volumen) | Cuota de mercado (en valor) |
|---|---|---|
| BOLD SKIN | 11.36 | 9.21 |
| CARPE | 0.89 | 1.8 |
| CREMESOLE | 4.65 | 2.68 |
| CÉU PROTECT | 7.23 | 8.84 |
| ECLIPSE | 6.17 | 12.22 |
| ESSENCE D’OR | 2.79 | 4.02 |
| GOLDEN HOUR | 24.78 | 16.52 |
| SOLAIR D´OR | 2.64 | 7.12 |
| SOLAR GLOW | 7.29 | 14.45 |
| SOLEÁ CREAMS | 8.26 | 5.94 |
| VIOLISOL | 23.94 | 17.2 |
| TOTAL | 100.00 | 100.00 |
| BOLD SKIN | CARPE | CREMESOLE | CÉU PROTECT | ECLIPSE | ESSENCE D’OR | GOLDEN HOUR | SOLAIR D´OR | SOLAR GLOW | SOLEÁ CREAMS | VIOLISOL | |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Hipermercados | 55,025 | 8,639 | 15,024 | 0 | 59,720 | 15,212 | 222,000 | 27,762 | 0 | 60,000 | 115,905 |
| Supermercados | 110,051 | 0 | 67,608 | 0 | 0 | 10,141 | 216,000 | 8,329 | 0 | 50,000 | 231,809 |
| Tiendas especializadas | 110,051 | 12,958 | 30,048 | 175,000 | 89,581 | 42,255 | 162,000 | 27,762 | 176,532 | 90,000 | 231,809 |
| * Datos en unidades vendidas |
| BOLD SKIN | CARPE | CREMESOLE | CÉU PROTECT | ECLIPSE | ESSENCE D’OR | GOLDEN HOUR | SOLAIR D´OR | SOLAR GLOW | SOLEÁ CREAMS | VIOLISOL | TOTAL | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Hipermercados | 9.5 | 1.49 | 2.59 | 0 | 10.31 | 2.63 | 38.32 | 4.79 | 0 | 10.36 | 20.01 | 100 |
| Supermercados | 15.86 | 0 | 9.74 | 0 | 0 | 1.46 | 31.13 | 1.2 | 0 | 7.21 | 33.4 | 100 |
| Tiendas especializadas | 9.59 | 1.13 | 2.62 | 15.24 | 7.8 | 3.68 | 14.11 | 2.42 | 15.38 | 7.84 | 20.19 | 100 |
| Deportistas | Turistas | Presumidos | |
|---|---|---|---|
| BOLD SKIN | 51,645 | 208,458 | 15,024 |
| CARPE | 4,695 | 939 | 15,963 |
| CREMESOLE | 92,961 | 18,780 | 939 |
| CÉU PROTECT | 44,171 | 82,779 | 48,049 |
| ECLIPSE | 38,499 | 57,279 | 53,523 |
| ESSENCE D’OR | 28,170 | 15,963 | 23,475 |
| GOLDEN HOUR | 87,083 | 503,338 | 9,579 |
| SOLAIR D´OR | 41,316 | 7,512 | 15,024 |
| SOLAR GLOW | 79,815 | 12,207 | 84,510 |
| SOLEÁ CREAMS | 25,889 | 169,459 | 4,652 |
| VIOLISOL | 535,516 | 32,410 | 11,596 |
| * Ventas en unidades |
| Deportistas | Turistas | Presumidos | |
|---|---|---|---|
| BOLD SKIN | 5.02 | 18.79 | 5.32 |
| CARPE | 0.46 | 0.08 | 5.65 |
| CREMESOLE | 9.03 | 1.69 | 0.33 |
| CÉU PROTECT | 4.29 | 7.46 | 17.02 |
| ECLIPSE | 3.74 | 5.16 | 18.96 |
| ESSENCE D’OR | 2.74 | 1.44 | 8.31 |
| GOLDEN HOUR | 8.46 | 45.38 | 3.39 |
| SOLAIR D´OR | 4.01 | 0.68 | 5.32 |
| SOLAR GLOW | 7.75 | 1.10 | 29.93 |
| SOLEÁ CREAMS | 2.51 | 15.28 | 1.65 |
| VIOLISOL | 52.00 | 2.92 | 4.11 |
| TOTAL | 100.00 | 100.00 | 100.00 |
| Dimensión 1 | Dimensión 2 | |
|---|---|---|
| Atributos | ||
| Saludable | -0.04 | -0.60 |
| Con conciencia | 0.30 | -0.90 |
| Simpática | 1.63 | 0.44 |
| Agresiva | -0.72 | -1.46 |
| Sensible | -1.36 | 2.55 |
| Atrevida | 2.46 | 0.99 |
| Triunfadora | -0.22 | -0.21 |
| Cara | -0.80 | 0.32 |
| Popular | -0.19 | -0.21 |
| Marcas | ||
| BOLD SKIN | -0.59 | -0.27 |
| CARPE | -0.98 | 0.66 |
| CREMESOLE | 1.59 | 0.58 |
| CÉU PROTECT | 0.09 | -0.95 |
| ECLIPSE | -0.40 | -0.92 |
| ESSENCE D’OR | -1.28 | 0.85 |
| GOLDEN HOUR | 1.61 | 0.31 |
| SOLAIR D´OR | -1.27 | 1.80 |
| SOLAR GLOW | -0.56 | -1.31 |
| SOLEÁ CREAMS | -0.33 | -0.51 |
| VIOLISOL | 1.09 | 0.73 |
| BOLD SKIN | CARPE | CREMESOLE | CÉU PROTECT | ECLIPSE | ESSENCE D’OR | GOLDEN HOUR | SOLAIR D´OR | SOLAR GLOW | SOLEÁ CREAMS | VIOLISOL | |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Ingresos totales | 6,190,358 | 1,209,432 | 1,801,753 | 5,941,250 | 8,210,062 | 2,703,644 | 11,100,000 | 4,785,707 | 9,709,260 | 3,990,000 | 11,561,484 |
| Costes | |||||||||||
| Costes de producción | 21,476,000 | 830,700 | 21,120,000 | 3,722,250 | 12,000,002 | 8,055,000 | 9,798,000 | 7,868,000 | 9,690,000 | 2,888,000 | 8,999,992 |
| Costes comerciales | 6,100,000 | 2,500,000 | 4,600,000 | 14,500,000 | 15,000,000 | 9,000,000 | 11,550,000 | 12,250,000 | 15,000,000 | 19,800,000 | 12,000,000 |
| Costes totales (sin stock) | 27,576,000 | 3,330,700 | 25,720,000 | 18,222,250 | 27,000,002 | 17,055,000 | 21,348,000 | 20,118,000 | 24,690,000 | 22,688,000 | 20,999,992 |
| Costes totales (con stock) | 28,925,848 | 3,358,784 | 28,224,784 | 18,222,250 | 27,666,904 | 17,573,870 | 21,348,000 | 20,461,378 | 25,078,162 | 22,688,000 | 20,999,992 |
| Beneficios | |||||||||||
| Beneficio neto | -22,735,490 | -2,149,352 | -26,423,031 | -12,281,000 | -19,456,842 | -14,870,226 | -10,248,000 | -15,675,670 | -15,368,902 | -18,698,000 | -9,438,508 |
| Disponible | 7,264,510 | 27,850,648 | 3,576,969 | 17,719,000 | 10,543,158 | 15,129,774 | 19,752,000 | 14,324,330 | 14,631,098 | 11,302,000 | 20,561,492 |
| * Datos en Euros | |||||||||||
Desarrollado por Prof. Joaquín Sánchez
Universidad Complutense de Madrid // Facultad de Ciencias de la Información // Departamento de Marketing